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Brand Repositioning Strategic (Problem affecting Malaysia furniture…
Brand Repositioning Strategic
Statistic & facts
Increasing of residential & commercial construction
integration of internet
start -ups & home offices supported by government
global furniture market
Type
RTA
Residential
Commercial
distribution channel
e-commerce
Specialty Store
Supermarket & Hypermarkets
other
Problem affecting Malaysia furniture industry
Product Pricing
2.Product Design
Market Demand
4.Technical Expertise
Market Information
Market Diversity
Available Technology
Product Quality
Market Competitiveness
10.. Management System
Institutional / Government
P.O.S.E
Problem
pricing
Lacking prospect from project
Lack of Unique
Unclear brand positioning
Objective
Reclaim control the market
Open new business prospect
gain eyeball & intérêst
Strategic
Reposition
Review our go-to- market approach
Execution
brand redesign
brand story
Review our TA insight
repackages our presence :overall brand
TA
Corporate
SME
MNC
Government
Dealer
Trader
office supplies supermarket
furniture shop & centres
Export
direct or indirect bulk order
Project
ID
Contractor
Agent who Brough in renovation deals
Breakdown
Product
chair 38 %
Workstation 37 %
Partition 8 %
Steel 17 %
Customer
Dealer 40 %
Corporate 50%
Export 10%
Touchpoint
Dealer Store
Apex Website
Marketplace
Lazada
When people look for office furniture
New Business
Move Office
New Brand
wear & tear
3 stage objective
Short term
Differentiate
promoting human- centric workplace efficiency
not just selling office furniture
advocate interaction of people and learn about workplace idea
encourage conversations between corporate & user
e newsletter regular updates to members or non member
Medium Term
we are the expert
free online workplace efficiency survey
free office makeover
free onsite workplace consultation
let the data do the selling
let them try out the product, review, before the prototype is being launched
Long term
partnership